Handling the Media

Introduction

There’s such a proliferation of communication forms in the world today that the media touches all our
lives in one way or another. We all look to the media for information, whether it’s in a magazine or
newspaper, on the web or on TV and radio.

Today, Andy Warhol’s concept of 15 minutes of fame is an increasing possibility for everyone. The
explosion of TV and radio channels means that ordinary people are getting the chance like never before to
taste the media spotlight, and every business, big or small, can find itself engaging with the media –
willingly or otherwise.

We’re in love with the influence of power, when we should be in love with the power of
influence.

Michael Grinder

However, it’s a mistake to assume that speaking to a journalist or appearing on TV or radio is like
having a chat with a friend in a pub, only more public. The communication can be distorted – not
deliberately, but in a number of ways inherent in whichever channel is being used. For example:

TV adds ten pounds to your body weight and can subtly change the way you look

If you’re not appearing live on radio or TV, your interview can be chopped up and used as the
journalist sees fit

In print, your words are fitted into a story in a way over which you have no control...

...or have you?

Here’s how to embrace the media and get exactly what you want to say across, through the interface of
both journalist and technology.

There’s no mystique. You don’t even have to wear a dinner jacket on air these days. You do,
however, have to understand and follow some ground rules for success.

We’ve all heard stories of people being stitched up by our tabloid press, but the actual experience for
most of us is far more mundane. The reality is that, increasingly, ever more column inches and airtime has
to be filled with something – hopefully something interesting. So if you have something to say, it
might as well be you filling that space.

Dealing with the media is not a science, so you can never predict the outcome with certainty. But with
careful preparation and by taking responsibility for what you communicate, you can greatly improve your
chances of success.

Why would you do it?

Think of this in terms of marketing potential. Engaging with the media is one of the cheapest ways of getting
your message across to the greatest number of people.

Advantages:

It’s an opportunity for free advertising

It’s an opportunity to get an important message across

It gives you credibility

You can put the record straight

You can end rumours

You may become a regular interviewee or pundit and so raise your or your organisation’s profile.

With appropriate consideration and preparation, you can mostly avoid the negatives everyone tends to fear,
such as the interview that backfires or misrepresentation.